21.12

With the intention of creating a visual identity different from other studios in the country, architect José María Selman, who decided to go independent and launch his own practice (21.12 – Veintiuno Doce), entrusted me with developing the brand, translating his vision into a distinctive graphic language.

The creative concept emerged from an exploration of how we perceive space and the notion of the void through two different philosophical traditions. On one hand, François Cheng, Chinese writer and calligrapher, explains that the void is not absence but the space where creation and life manifest; without it, the brushstroke —with its volume, light, rhythm, and color— could never unfold its full potential. On the other hand, Miyamoto Musashi, samurai and writer of the 17th century, understands the void as clarity and strategy: a state that allows one to see beyond what is evident and act with precision.

Construction site fence with black panels displaying architectural designs and text for 'Veintuno Doce' and 'Estudio de Arquitectura Veintuno Doce' in an urban setting with buildings and construction crane in the background.

By placing these visions in dialogue, the void can be interpreted as both a creative principle and a strategic tool. In architecture, this means understanding that the essential is not found only in walls or in matter, but in what happens between them: the light that passes through, the shadows that define, and the life that inhabits the spaces.

Architectural blueprint and a poster with internal staircase design displayed on a wire grid.
Black background with abstract gray geometric shapes and white text that says 'Veintiuno Doce creamos lugares que hacen posible lo que imaginas vivir en ellos.'
Three architectural design posters with black and white geometric abstract artwork and text in Spanish, showcasing an architecture studio called 'Vixtuino Doce'.
Split poster with a grey left side showing black digital time 21:12, and black right side featuring white outlined three-dimensional numbers 21:12.

The geometric shapes used to construct the logo became the foundation for the entire visual system. These elements work like a set of building blocks—flexible, playful, and scalable—allowing the brand to adapt fluidly across formats and applications. From print to digital, motion to signage, the system evolves while remaining instantly recognizable.

Gray background with black text and shapes; includes a black semi-circle, the words "Veintiuno Doce" and "Diseño de Interiores," a black rectangle, and a small black square.
A modern bus stop with three large posters. The central poster displays the date 21.12 and information about an architecture study, with text in Spanish. The side posters have abstract black and gray geometric designs. There are two small trees on either side of the bus stop. A white bench is positioned in front of the posters.
Black and white image featuring two business cards on the left with text about architecture studio and a large digital clock display showing 21:12. On the right, two identification badges are hanging from a black lanyard, with one badge showing a line drawing of geometric shapes and the other containing contact information and text.
An aerial view of architectural plans, a black envelope, and branded materials on a black background. The architectural plans show detailed building layouts.

In addition to the branding design, I developed several 3D pieces that give volume to the logo and allow the concept of the void —and creation from nothingness— to be further explored, making the visual universe bold and striking, even in the absence of color. The materiality of concrete and architectural volumes served as the main inspiration for developing the collateral pieces and the brand’s overall visual identity.

The website is currently under construction, so these pieces function as a preview of 21.12’s visual universe.

A black outdoor banner with abstract geometric shapes and Spanish text, mounted on a metal wall, with a partly cloudy sky in the background.
Screenshot of a 3D modeling software interface showing various geometric objects like cubes and cylinders in wireframe mode, with transformation properties and scene collection panels visible.